File Name: consumer perception of price quality and value .zip
- Price and Customers’ Perceptions of Value
- How Customers Perceive a Price Is as Important as the Price Itself
- Price , Quality , and Value : A Means-End Model
- Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
Price and Customers’ Perceptions of Value
Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. They also presume that consumers carefully calculate the give and get components of value, an assumption that did not hold true for most consumers in the exploratory study. Price as a Quality Indicator Most experimental studies related to quality have focused on price as the key extrinsic quality signal. Save to Library.
This chapter summarizes the behavioral pricing research findings of price and how buyers respond to price. This includes the relationship between price and perceived value and the decision heuristics that help us understand how price influences perceptions of value and eventual product choice. The chapter also discusses how buyers trade off or compare the perceived gains arising from price-quality judgments versus the perceived sacrifice required to acquire the product or service, including whether buyers integrate price and other attribute information following a nonlinear proportional or linear subtractive process. It also summarizes research on price as a multidimensional attribute, considered with additional dimensions such as warranty coverage, and warrantor reputation. Finally, the chapter examines perceived product value as being decomposed into its 1 perceived acquisition value the expected benefit to be gained from acquiring the product less the net displeasure of paying for it and 2 perceived transaction value the perceived merits or fairness of the offer or deal.
How Customers Perceive a Price Is as Important as the Price Itself
Product quality is one of the most crucial factors determining consumer choices. When studying the quality of clothing, it should be borne in mind that it is perceived by consumers in many different ways and, most often, has a multidimensional nature. Kim et al. According to Hines and Swinker, the factors that control the purchasing process depend on the level of consumer knowledge about product properties [ 10 ]. In general, educated consumers are more aware of the role of quality-deciding factors, and therefore assign greater value to inherent properties. According to the Hines and Swinker, extrinsic attributes are factors of secondary importance. Similar observations on the marketing advantages of strong brands can be found in the study of Hoeffler and Keller [ 11 ].
The purpose of this paper is to investigate whether the negative effect of lower prices on perceived brand quality that has been demonstrated in evaluation tasks arises in a brand choice context. The effects of lower prices on perceived quality are assessed via two laboratory experiments in which college students participated. A lower price is associated with lower perceived brand quality in Study 1's evaluation task environment. However, Study 2's results indicate a reversal of the negative effects of lower prices on perceived brand quality in an evaluation task to generally positive effects when the lower price is offered in the form of a discount in a choice task. In addition to providing evidence that fears of the detrimental effects of lower prices may be overblown, the results also provide insight to managers of brands of different levels of quality on how to manage discounts to build, or at least to insulate, perceptions of the brand's quality. The paper's findings may guide both managerial practice and future research on the effects of lower prices, particularly those in the form of a discount.
Zeithaml () the perceived value is the general utility received from products and services. However, the sacrifices undertaken by the.
Price , Quality , and Value : A Means-End Model
The results of the experiments support hypothesized linkages between a each of the four experimentally manipulated extrinsic cues and perceived quality, b price and perceived sacrifice, c perceived quality and perceived value, and d perceived sacrifice and perceived value. The results also indicate that the linkages between the extrinsic cues and perceived value are mediated by perceived quality and sacrifice. This is a preview of subscription content, access via your institution.
William B. Kent B. This paper reports an experiment on the effect of price and b.
Price wars have broken out in consumer industries around the world. Retailers such as ALDI and Walmart have used price to position themselves against traditional competitors in their markets, pinching margins all around. Financial asset managers have been out-price-cutting one another in exchange-traded funds in a bid to gain market share.
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
Откуда вы узнали. ГЛАВА 74 Шестидесятитрехлетний директор Лиланд Фонтейн был настоящий человек-гора с короткой военной стрижкой и жесткими манерами. Когда он бывал раздражен, а это было почти всегда, его черные глаза горели как угли. Он поднялся по служебной лестнице до высшего поста в агентстве потому, что работал не покладая рук, но также и благодаря редкой целеустремленности и заслуженному уважению со стороны своих предшественников. Он был первым афроамериканцем на посту директора Агентства национальной безопасности, но эту его отличительную черту никто никогда даже не упоминал, потому что политическая партия, которую он поддерживал, решительно не принимала этого во внимание, и его коллеги следовали этому примеру.
Неужели Хейл никогда не слышал о принципе Бергофского. - Вот что нам надо сделать. - Стратмор начал спокойно излагать свой план.
- Ты считаешь, что мы готовы взять на себя такую ответственность. Ты считаешь, что кто-нибудь готов. Это же крайне недальновидно. Ты говоришь, что наше дерьмовое правительство исходит из высших интересов людей. Но что будет, если какое-нибудь будущее правительство станет вести себя .
Valarie A. Zeithaml. Consumer Perceptions of Price,. Quality, and Value: A Means-End. Model and Synthesis of Evidence. Evidence from past research and.